E-marketing
What are the Emarketing tools we employ?
The Internet has a number of tools to offer:
- A company can distribute via the Internet
e.g. Amazon.com.
- A company can use the Internet as a way of
building and maintaining a customer relationship
e.g. Dell.com.
- The money collection part of a transaction
could be done online - e.g. electricity and
telephone bills.
- Leads can be generated by attracting
potential customers to sign-up for short periods
of time, before signing up for the long-term
e.g. which.co.uk.
- The Internet could be used for advertising
e.g. Google Adwords.
- Finally, the web can be used as a way of
collecting direct responses e.g. as part of a
voting system for a game show.
Why is search engine optimisation (SEO) such a
critical factor?
 The Internet is a very crowded, fast-moving
marketplace where those who are seen first gain a
significant edge on their competitors. However,
gaining competitive edge is only half the battle:
the other half is to maintain that edge.
Search engines play a pivotal role in Internet
visibility. No matter how well designed your web
site may be, its potential benefits will never be
realised if it doesn't earn front-rank listing with
search engines. In fact, if a web site isn't
achieving front-rank listing, serious questions have
to be asked about its design and rationale.
Just think about it: if you were looking for a
product or service, would you be more likely to buy
from a supplier listed on the first page than from
one on the third page or another buried even deeper
on the umpteenth page?
The big challenge search engines pose is that the
criteria on which they operate never stands still.
As a result, what wins you business today could lose
you business tomorrow unless you're able to respond
quickly and decisively to this constantly 'moving
goalposts' situation.
This is where search engine optimisation comes
in. When your site is web optimised by us, it gains
two critical advantages. One is the ability to earn
front-rank listing today: the second is the
flexibility to maintain its front-rank listing
tomorrow - and the day after.
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